Auberge Resorts
Storytelling Strategy
Engagement Overview
Ravine Association led strategic planning and content strategy for a major pivot of Auberge Resorts, ranked by Travel and Leisure as the #3 hotel brand in the world. Working alongside the CMO and VP of Digital, we created a content package designed to drive new engagement and booking conversions, serving as a template for scaling original multimedia content across all Auberge properties.
Creative Ideation
Defined a content development approach to showcase the beautiful setting and grounds. Collaborated with regional sales and marketing teams to identify key moments of a visitor’s resort experience.
Production Resourcing
Presented a selection of production companies to the internal leadership and CMO. Managed bid process for client and provided creative briefs to chosen production company.
Film and Video Shoot
Worked closely with the film crew director and director of photography to bring to life the vision defined in our Director’s Treatment. Directed/managed post production editing, sound design, color correction and final assets, for use across web, social, and internally.
Hero Video
Featured compilation of explorations of the property and its many attractions. From the Spa experience, Michelin-rated dining, accommodations, and other activities at Solage and neighboring town of Calistoga, we captured the feel and authenticity of this highly sought out Napa Valley destination.
Director’s Treatment
In order to tell the brand story for the Solage, we created a detailed Director’s Treatment that covered the main concept—Wine, Dine, & Mind—as conveyed through the narrative and story examples. It outlined the cinematography, casting, styling, and overall look and feel, as well as shoot plans for architectural and landscape scenes.
The Chef
In this mini-documentary piece, we highlighted the many sides of the award-wining chef of Solage. Based on interviews conducted before we arrived on location, we illustrated how he manages his kitchen and plans his menus for the day. The result was a piece that brings together a portrait of the chef that is engaging and emotional. The short form film was featured on the website and across brand social feeds.
The Spa
To showcase the amazing team at the Solage, we conducted on-camera interviews with many of the property’s key staff, as shown here with the Spa Director. We showcased these experts in their respective environments, discussing the overall experience and attributes of these environments to inspire and delight potential guests. The conversation was kept light and balanced to bring out the authentic nature of the subject.